Campaign Launched to Educate on ASA's Extended Remit for Online Compliance
The Advertising Standards Authority has today launched an above-the-line marketing campaign to promote the extension of its online purpose, namely that from 1 March it will regulate marketing communications on company websites.
ASA will ensure that communication on company websites or social media platforms is "legal, decent, honest and truthful". Their online and press ads will encourage businesses to seek out the advice service by the Committee of Advertising Practice's (CAP) to make sure they are compliant.
Companies found to be advertising in breach of the codes could be placed in an online ASA ad highlighting their non-compliance. With the agreement of search engines, a further punishment could be removing ads that link to the page hosting the non-compliant marketing communication.
Until now, ASA's online remit and CAP's non-broadcast codes have only extended as far as paid-for marketing communications, such as pop-up and banner ads, paid search and viral ads. This change in remit sees their first above-the-line campaign in five years. Ads will be delivered through space donated by media owners.